ABSTRACT

In this study, we seek to understand the role of relationship marketing in achieving customer loyalty in Ghana’s informal economy. The study further investigated the role of customer perceived value as a pass-through mechanism for the relationship between relationship marketing and customer loyalty. We collected primary data from 229 customers of informal economy operators in Accra. The data was then analyzed using structural equation modeling utilizing the STATA 15 Package. Our findings indicate that commitment is the only fundamental relationship marketing factor investigated that has a direct influence on customer loyalty in the informal business context. Trust and conflict handling on the other hand benefit significantly from the presence of customer perceived value whereas communication seems to have negligible effects. Consequently, scholars and marketing practitioners seeking to deploy the relationship marketing concept in the informal economy need to be aware of these contextual interplays and how they shape further discussions of the relationship marketing theory.

摘要

在这项研究中，我们试图了解关系营销在加纳非正规经济中实现客户忠诚度方面的作用。该研究进一步调查了客户感知价值作为关系营销和客户忠诚度之间关系的传递机制的作用。我们收集了阿克拉非正规经济运营商 229 名客户的主要数据。然后利用 STATA 15 软件包使用结构方程模型分析数据。我们的研究结果表明，承诺是调查中唯一对非正式商业环境中的客户忠诚度有直接影响的基本关系营销因素。另一方面，信任和冲突处理从客户感知价值的存在中受益匪浅，而沟通的影响似乎可以忽略不计。最后，